Rural Clothing Giant Search Special: King In The Three Or Four Tier Cities

In the domestic apparel industry market, many foreign brands such as Zara, UNIQLO, H&M and so on occupy most of the market share, while domestic clothing brands, such as Harean's home, Semir, seven wolves, Mester Bang Wei and other garment giants occupy a small part of the market share. In addition, there is a low-key clothing giant, known as the Chinese version of UNIQLO, last year's revenue reached 18 billion 500 million yuan. More than Semir, seven wolves, Lining and other well-known brands of clothing, has become the biggest dark horse in the domestic clothing industry, it is found in the special.

Public information shows: search special is a comprehensive clothing enterprise, so far has gone through 14 years, its fashion and leisure apparel brand is called the "tidal front". At present, the company has developed into an asset scale of more than ten billion yuan, has thousands of employees, and has more than 2000 stores. It mainly focuses on three or four line cities, which covers leisure apparel brand operation, supply chain management, brand management and business factoring.

In the late 80s of the last century, Ma Hong, who was twenty years old, started his business of cloth and clothing wholesale and retail business in the Pearl River Delta clothing distribution center Puning and Guangzhou clothing wholesale market.

Initially, he mainly engaged in women's clothing chain retail, then the clothing industry in a golden era, the birth of many well-known clothing brands, such as Metersbonwe, noble bird, Semir, etc., they quickly took the market of a second tier cities, and in order to avoid confrontation with the other side, in order to avoid confrontation with it, a new way to choose the three or four line of urban development, and fashion to the countryside as the brand concept to establish a "trend front" brand, the flagship of youth casual wear.

With the competition of the clothing market in a second tier city becoming a red sea, many of the costumes on the tall buildings have been defeated, but the search engine has relied on the magical survival of the market in the three or four line city, and built a self complete production line. At the same time, it also adopted the business mode of joining and direct operation, which expanded rapidly throughout the country and opened thousands of shops quickly.

However, when the weather was uncertain, the clothing industry soon welcomed the big reshuffle. Many small brands in China fell down, especially in the market. The growth began to encounter bottlenecks and the performance began to decline gradually, which made them very anxious. In this sense of urgency, the company decided to start spanforming into an integrated service provider of the industrial chain.

At that time, the main reason for affecting the market was the supply chain. There were many links between the raw materials and sales of products, and the price was uncertain. They provide efficient, low-cost supply chain management services and professional brand management services through centralized procurement. After that, ten sub trend brands are launched, and sales are carried out in all stores in the form of fashion front brand. At the same time, it also promoted the strategy of gathering large stores, and carried out multiple sub brand matching in all shops according to their size, increasing product categories and enriching product styles, thereby enhancing the efficiency of single stores.

Over the years, search has already taken root in the three or four line cities. However, due to the limited purchasing power of the three or four line cities, the price of the clothing brands in search of special clothing is naturally different from that of Semir and Hai Lan's home. In order to expand the influence of the brand, they began to invite famous stars to endorse their brands. For example, Nicholas Tse and Song Hye Kyo are the spokesmen of the brand. Besides, there are more than 3000 new products coming out every year, and the products are located in "a small amount of money, good looking and not expensive", so they are loved by the young consumers for a long time, and the sales volume is rising steadily.

In recent years, the apparel industry is facing fierce competition. Under the rapid development of big business, traditional garment enterprises are facing great challenges. In search of special, it has consistently pushed ahead with the implementation of the development plan, consolidating the foundation of the "fashion front" apparel brand operation, vigorously developing the supply chain management business, and maintaining a steady development trend in the industry. Last year, its revenue reached 18 billion 500 million yuan, surpassing the competitors of Mester, Lining, Semir, and seven wolves, and was first selected into the top 500 enterprises in China to become a dark horse in the apparel industry.

Ma Hong, the chief executive, said: "everything must come around the needs of consumers. Nowadays, the demand and demand of consumers are getting higher and higher. Whether clothing brands can adapt to the trend of products, services and channels and meet the needs of consumers has become the key to long-term development of brand operation, and the real core competitiveness of enterprise brands lies in products.